Data-Driven Digital Marketing: Use What You Know About Your Customers to Drive Revenue

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About Ektron

■Web Content Management Pioneer■Founded in 1998■HQ: Nashua, NH■Offices in Chicago, Denver, San Francisco,

Sydney, Brussels, London

■270 employees■3500+ customers with over 12,000 sites

running on Ektron

Agenda

Scott Liewehr, Lead Analyst at Outsell’s Gilbane ServicesDynamic Digital Customer Experiences@sliewehr

Jon Miller, Vice President, Marketing at MarketoLead Nurturing and Relationship Development@jonmiller2

Tom Wentworth, Chief Marketing Officer at EktronConnecting Content to Revenue@twentworth12

Dynamic Digital Customer Experiences

Scott Liewehr | Lead Analyst, WCM PracticeOutsell's Gilbane Services

6

Outsell’s Gilbane Services

• Analyst and consulting firm focused on content technologies

• Market and buyer education, research and consulting

• 20+ year track record, with 200+ client projects and experience of 100+ vendors

• Offices in the US (Cambridge and Burlingame) and UK (London)

• Annual Gilbane Conference

Web content management

Collaboration & social media

Content globalization

Enterprise search

Digital publishing

XML content & technologies

RESEARCH INSIGHT CONSULTING

7

“Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically, financially or

emotionally.”

8

Engagement: the most valued currency of the web

9

In order to persuade, one must first be able to perceive

10

The Engagement Journey

• Brand Experience

Unknown

• Web Experience

Known • Engagement objective

‘Customer’

• Customer experience

Advocate

Awareness Conversion Loyalty Advocacy

11

Measuring the Level of Engagement

Understanding the audience and where they are on the journey is a business asset.

12

Confusion abound

• Web Content Management• Web Experience Management• Web Engagement Management• Customer Experience Management

13

“A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with

the company…”

Customer Experience Definition

14

Customers vs. Prospects

15

Digital Customer Experience Hub

WCM

Customer SupportSystem

CRM

ECM

ERP

Email Campaign

Direct Mail

Brand Websites

Facebook

YouTube Twitter

iPhone Apps

AnalyticsEmail Mgmt

Social Media Mgmt

Market Data

Mobile / Tablet /

TV

PIM

Customer Support

Lead Nurturing and Relationship DevelopmentJon MillerVP MarketingMarketo@jonmiller2

Page 17© 2011 Marketo, Inc. Marketo Proprietary and Confidential

Topics

• Buying has changed forever

• How business’s need to evolve

• Lead nurturing / relationship development

• Seed nurturing – listen and engage

Jon MillerVP MarketingMarketo@jonmiller2


Buying Has Changed Forever

SALES REP SALES REP

BUYER

OLD DAYS: INFO SCARCITY1960s – Recent

TODAY: INFO ABUNDANCE


The Revenue Cycle

All N

am

es

Pro

sp

ect

&

Recycle

d

Lead

AW

AR

EN

ESS

En

gag

ed

Opportunity

Customer

Sale

sLead

MQLSAL

SQL

Nurturing Database

Marketing SDR

Sales


Early StageThought leadership and best practices to build brand and awareness

Content Marketing at Every Stage

Middle StageBuyers guides, RFP templates and industry information to help structure research

Late StageCompany-specific information to help evaluate and reaffirm selection

NO

YES

MOSTLYNO

Gated?


<25% of New Prospects Are Ready for Sales

50%Need Nurturing

25%Sales Ready

25%Disqualified

Source: RainToday


All N

am

es

Pro

sp

ect

&

Recycle

d

En

gag

ed LeadNurturi

ng

Lead Nurturing Plugs the LeakBuilding relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready.

Lead

OpportunityS

ale

sLead

MQLSAL

SQL

ROI: 50% more marketing leads


Lead Nurturing Relevance

A

B

C

D

1 23

Stages 1. BUYING STAGES• Early (Pre-MQL)• Mid (MQL)• Late (Opportunity)• Customer

2. BUYING PROFILES• Industry: 82%• Role: 67%• Company Size: 49%• Geography: 29%

Get The “Definitive Guide to Lead Nurturing”

http://bit.ly/DGtoLN

http://bit.ly/DGtoLN


Chart courtesy of Salesforce.comSource: Comscore, July 2011

And Now It’s Changing Again

More than 1 Billion Social Users


The New Revenue Cycle

Awareness Friend

Traditional Brand

Generating “Like”

Developing Relationships(Email, Social, Offline)

Known Names Opportunity Customer

Pros

pect

Lead

Nurturing Database


Introducing “Seed Nurturing”

Seed nurturing is the process of building relationships with qualified prospects before you have their contact information.

Listening / Scoring Engaging / NurturingOn Your Site • Anonymous

• Anonymous visitor analysis

• Dynamic content / personalization

Off Your Site• Online media• Social media

• Social data profiles• Listening and social

signals • Facebook Open Graph

• Sharing content (e.g. Facebook Wall, Twitter)

• Retargeting


Information Availability

• Information Scarcity

• Information Online

• Information Abundance

Marketing Processes

• Brand and Awareness

• All Leads Passed to Sales

• SEO, PPC, Email

• Lead Nurturing • Lead Scoring

• Social and Content Marketing

• “Seed Nurturing”

BeforeGoogle

BeforeSocial

Now

Connect Content to Revenueby integrating Systems of Experience

Tom WentworthCMO

[email protected]@twentworth12

mailto:[email protected]


Key Challenges

￭ Marketing channels have radically expanded from traditional mail and telemarketing to digital ￭ Email, social media+networks, mobile

devices+apps, etc.

￭ Consumers demand relevancy

￭ Marketing teams operate in silos, often due to technology limitations￭ Content, Context, and Data live in different

places

Defining Systems of Experience

Today, your company probably markets in silos

Introducing Ektron Digital Experience HubConnecting Systems of Experience

Ektron Digital Experience HubFor Marketo

■Automatically connect web forms to Marketo

■Personalize web content delivery using lead score and other campaign attributes

Marketo + Ektron in Action

■Prospect comes to an Ektron-powered website, interacts with the Ekovision 60, and signs up for a newsletter

Marketo + Ektron in ActionAutomatically Connect Web Forms to Marketo

■Ektron DxH creates a new lead in Marketo, passing all relevant user context

Marketo + Ektron in ActionRe-target Key Messages using Marketo Lead Scoring

■Visitor behavior is scored by Marketo and offer is automatically re-targeted to visitor

■Target Content using Marketo data via Ektron DxH

Marketo + Ektron in ActionPersonalize the Website Using Marketo Programs

Marketo + Ektron in Action

■Target content using any Marketo Lead Attribute and Activity

Ektron DxH Value Points

■Extend, not replace, existing marketing investments like Marketo, Salesforce, and MS Dynamics

■Connect content and context to cross-channel customer behavior

■Embrace agile marketing by connecting real-time web analytics data to content management processes for quick iteration.

Resources

■ Slides available now at http://slideshare.net/ektron

■ Webinar recording available shortly on http://ektron.com

http://slideshare.net/ektron

http://slideshare.net/ektron

http://ektron.com/

http://ektron.com/

Thank YouScott Liewehr, Lead Analyst at Outsell’s Gilbane

[email protected]@sliewehrwww.gilbane.com

Jon Miller, VP Marketing Marketo @jonmiller2www.marketo.com

Tom Wentworth, CMO at [email protected]@twentworth12www.ektron.com

http://www.gilbane.com/

http://www.marketo.com/


http://www.ektron.com/

Technology

Data-Driven Digital Marketing: Use What You Know About Your Customers to Drive Revenue